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Home My WebLink About02. e. 2021_BFAG_RecapEvent/Program Recap: Betty Ford Alpine Gardens Plants Are an Answer Education & Enrichment Category December 1, 2021 Plants Are an Answer: November 2020 –October 2021 Nanette Kuich Phone: 970.476.0103 Nanette@bettyfordalpinegardens.org 2 Photo: Dominique Taylor Overall Event or Program Highlights & Successes 3 •Betty Ford Alpine Gardens continues to deliver a fresh educational environmental message from a publicly accepted source •Changing climate was presented in a positive framework encouraging visitor conversation •Donors stepped up to cover 80% of the expenses for annual exhibits and activities •Attendance increased by 22% over previous year •Visitors are inspired enough to supply outstanding social media reviews •Family activities and Guided Tours filled to capacity on most days Photo: Dominique Taylor Program Impact, Testimonials & Observations 4 Plants Are an Answer provided positive, down-to-earth ways to make an impact on changing climate with indoor & outdoor exhibits, scavenger hunt, family activities and expert speakers. Testimonials: •I wish everyone could see this outdoor exhibit to understand how much impact meat has on climate change! •My wife and I loved the visit. We plan on coming again next year •It was a great memorable family activity! I’d love to do it again and similar activities! Thanks! •Small, but mighty. Worth the visit. Pay attention to the small things. Educate yourself on their environmental focus. •An amazingly beautiful place full of exquisite flowers, foliage, waterfalls and trees. It is free to visit and park. It is well worth your time to wander through and explore. I definitely recommend visiting these gardens!! Thank you Betty Ford for providing this pleasurable experience to the public •What a gem for Vail. Such a great place to visit. It's also very kid friendly. Sometimes they have special exhibits which are fun as well. •Beautiful gardens…Learning center for all ages. •Would love it if more places could be like it. COVID-19 Impacts 5 •Describe the changes made to the event due to the COVID-19 pandemic. •One speaker postponed to 2022; First live speaker 9/8; Four speakers via Zoom •What learnings from COVID-19 do you foresee rolling forward into future events. •The ability to have long-distance expert speaker via Zoom! •Continue to have family activities outdoors •What were the biggest challenges cause by the COVID-19 pandemic. •The uncertainty of indoor activity attendance •Include any testimonials of feedback from attendees regarding your COVID-19 response. •Wide open doors and windows in the Education Center make a safe indoor environment! Estimated Attendance Results 6 •Estimated attendance: •July 15 –September 24 at the Education Center: •Total: 10,136 •Men –3,262 (32%) •Women –4,786 (47%) •Children –2,085 (21%) •Outdoor Gardens –Over 125,000 •Number/percentage of people who came specifically for event/program: •15% •Number/percentage of people who attended the exhibit last year: •29% Estimated Attendee Profile Results 7 •Where did attendees come from? (local, regional, out of state, international): •Everywhere! •Most visitors were from CO –all over •Many different states •International –mainly Spanish speaking visitors Estimated Spending Results 8 BFAG not elected for a CSE survey. BFAG inhouse survey data indicates: More guests stayed to experience Vail this year 43% of our visitors factored the Gardens into their reason to visit Vail. All Garden visitors would consider visiting again! NPS (Net Promoter Score) 9 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? •From BFAG In-House Survey: 100% Promoters •Low response rate (7 total responses to in-house survey) •Hundreds of great Google reviews Event Strengths & Weaknesses 10 •Exceeded Expectations: •Visitation numbers continue to grow as visitors seek outdoor venues •Indoor & Outdoor Exhibits on climate change and plant- based diet received excellent visitor feedback •Conversations were sparked by exhibits, activities and webinars •Themed scavenger hunt prize informed kids about healthy plant-based diet •8 out of 10 family activities were filled to capacity – attributed to Discover Vail Calendar & Vail Welcome Center •Areas for improvement: •A better way to collect visitor surveys •Compared to last year: •Gardens busier than ever! •Two exhibits created in -house provided a unique Vail experience •Fully vaccinated staff made indoor visitors comfortable Vail Brand Compatibility The Premier International Mountain Resort Community 11 Supporting the Vail Brand: •Plant Are an Answer focused on the value plants have in absorbing and reducing greenhouse gases that affect Vail’s surrounding mountain ecosystems. Betty Ford Alpine Gardens created two in-house exhibits, adding to the elite brand of Vail, existing nowhere else on earth. •Betty Ford Alpine Gardens, an internationally recognized and unique specialty botanic garden, is an integral part of the character of Vail •Free admission provides all Vail visitors an enlightening and educational experience about how plants and their personal actions can make an impact on a changing climate that they can take back home, locally and internationally Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 12 •How did the event/program impact Vail’s sense of community? •One-of-a-kind exhibits highlighted the way plants and people can make an impact on Vail’s unique mountain environment •Free access allows inclusivity and accessibility •Ecological webinars provided at no cost for members and visitors provided opportunities for engagement and sharing •Collaboration with the Eagle Valley Outdoor Movement brought valley-wide participants to Vail Topline Marketing Efforts 13 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Vail Daily Ads/press releases/Discover Vail “Things to Do” •Distribution of 3,500 brochures to hotels and visitor centers. •Social Media Potential for Growth & Sponsorships/Media Exposure 14 •How do you see the event/program evolving next year? •Keep building on themed workshops as major parts of the exhibit as well as gardening. We saw lots of new faces this year •Collaboration with more local initiatives •What sponsors do you plan to target next year (Including existing and potential sponsors)? •Family foundations •Sponsorship opportunities for members •How will you leverage media exposure and extend the marketing reach next year? •Get into publications with a longer shelf life •Send releases to regional PR Sustainability Efforts 15 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •Betty Ford Alpine Gardens was a finalist for the 2021 Actively Green Business of the Year! •Spreading awareness of plants’ ability to sequester carbon and diet with more plants improving health and emissions •Recycling and compost at every program and operations •Materials printed on recycled paper •Shop locally •Bus transportation/walking encouraged •What waste reduction methods were used during your event/program? •Bulk purchases, compost, staff training on proper recycling, correctional sorting, reusable signage •How could you improve on sustainability efforts for next year’s event? •Implementation of green messaging and messaging our efforts Event Budget Snapshot 16 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:103,381.92 CSE Funds:22,000.00 Cash Sponsorship (not CSE):78,249.00 In-kind Sponsorship:800.00 Marketing Budget:7,847.31 Profit & Loss:-2,842.92 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Exhibit Costs Marketing Estimated Actual Total Expenses $102,878.00 $103,381.92 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $0.00 Social food + Beverage $2,500.00 $800.00 Insurance $0.00 Non-social food + Beverage $200.00 Sound/AV $0.00 <insert Other>$0.00 Construction or Equipment $0.00 <insert Other>$0.00 Trash/Composting $0.00 Total $2,700.00 $800.00 Utilities $0.00 Labor $0.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment $0.00 Banners - Printing & $500.00 $500.00 Speaker Honoraria $2,500.00 $1,000.00 Signage $0.00 Travel $0.00 Exhibit Activities and Development $39,520.00 $39,200.00 Hotel for Speakers $1,000.00 $1,000.00 Activities Coordination $6,720.00 $5,600.00 Indoor Exhibit Materials $12,000.00 $9,238.04 Exhibit Host $10,483.20 $19,032.00 Outdoor Exhibit Panels $6,500.00 $14,241.48 Workshop Dev & Coord $1,164.80 $1,085.60 Family Activities $2,400.00 $2,000.00 <insert Other>$0.00 Spanish Translations $690.00 $690.00 Total $58,388.00 $65,417.60 Total $25,090.00 $28,169.52 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $2,500.00 $2,706.82 Prizes $0.00 $197.49 Advertising - Print $10,700.00 $2,526.72 Cash Purse $0.00 Advertising - Social Media $200.00 Total $0.00 $197.49 Public Relations $0.00 Sales Team Expenses $0.00 Media TV, Production & Distribution $0.00 Graphic Design $0.00 $500.00 Website $0.00 $700.00 Collateral Materials $0.00 $86.00 Printing $0.00 $60.00 Exhibit Brochures $1,000.00 $467.77 Event Brochures $1,000.00 Brochure Distribution $800.00 $800.00 <insert Other>$0.00 <insert Other>$0.00 Total $16,200.00 $7,847.31 Marketing Estimated Actual Telephone/Internet $0.00 Photography $0.00 Transportation $0.00 Permit Fees $0.00 Postage/Shipping $500.00 $950.00 In Kind Trades $0.00 Supplies-Office or Other $0.00 Demographic Survey $0.00 Sales Tax $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $500.00 $950.00 Event/Program Budget for BFAG Plants Are an Answer > Expenses Estimated Actual Total Income $103,420.00 $100,539.00 Tickets/Admissions Estimated Actual Estimated Actual 40 Adults @ $15.00 $600.00 $210.00 0 Children @ $0.00 $0.00 60 Members $10.00 $600.00 $80.00 0 <Insert Other> @ $0.00 $0.00 $1,200.00 $290.00 Programs/Advertising Estimated Actual Estimated Actual 0 Covers @ $0.00 $0.00 0 Half-pages @ $0.00 $0.00 0 Quarter-pages @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Exhibitors/vendors Estimated Actual Estimated Actual 0 Large booths @ $0.00 $0.00 0 Med. booths @ $0.00 $0.00 Small booths @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Revenue from other items Estimated Actual Estimated Actual 0 Cash Sponsorships @ $0.00 $0.00 $1,500.00 0 In Kind Sponsorships @ $0.00 $0.00 $800.00 0 Donations @ $0.00 $10,500.00 $8,229.00 0 CSE Funding @ $0.00 $30,000.00 $22,000.00 0 Grants @ $0.00 $20,000.00 $20,000.00 0 Individual Donors & Underwriters $0.00 $35,000.00 $41,000.00 0 Frechette Intern Grant $0.00 $6,720.00 $6,720.00 0 <Insert Other> @ $0.00 $0.00 $102,220.00 $100,249.00 Event/Program Budget for BFAG Plants Are an Answer > Income Estimated Actual Total income $103,420.00 $100,539.00 Total expenses $102,878.00 $103,381.92 Total profit (or loss)$542.00 -$2,842.92 Event/Program Budget for BFAG Plants Are an Answer > Profit - Loss Summary $99,000.00 $99,500.00 $100,000.00 $100,500.00 $101,000.00 $101,500.00 $102,000.00 $102,500.00 $103,000.00 $103,500.00 $104,000.00 Estimated Actual Total income Total expenses FY 2020/2021 CSE Marketing Plan - Plants Are an Answer Goals: ● Be branded as a premier botanic garden with an extraordinary collection and superior educational programming ● Bring Front Range and garden enthusiasts to Vail ● Increase visitation by 15% and increase donation box support by 15% annually ● Reach the younger demographic ● Keep our members involved and add value to membership by updating on upcoming events and happenings in the Gardens, as well as exclusive benefits ● Be known by all locals and visitors alike ● Convert audience into donors Personas: ● Educated, environmentally driven, community oriented, philanthropic, Vail enthusiast, horticulturally interested, vacationer Plants are an Answer - Indoor and Outdoor Exhibits and Activities ● Colorado Public Radio ● Vail Daily Ads (2 a week, Saturday and Wednesday, June – September) ● Give Yantis PR content to add to their scouting trips. Submit story to CO tourism council. ● Press release in Vail Daily ● Vail Daily events -“things to do” / Submissions to Discover Vail ● Regular e-blast to Visitor Center and concierge ● Newsletter ● Facebook events for all programming –boost to front range ● Instagram –follow schedule and use vetted hashtags ● Summer Program Guide o Distributed to visitor centers and hotels throughout the Valley (bobby banks), displayed in kiosks and added to membership packets. o Connect with rental properties to add to welcome packets ● Website o front page, exhibit page and calendar ● Add content to membership asks and thank yous Donor Events: Grand Opening Breakfast & Soiree Brkfst cancelled due to Covid; Soiree 7/28 ● Invites ● Newsletter Workshops: + plant sale ● Press releases to run day before ● Visitor Center ● Facebook event for all with registration link ● Website w/ registration link. “Featured Upcoming Event” on homepage ● Vail Daily –“things to do” and select certain ones for Vail Daily ads ● Activity brochure ● Instagram post week before and day before ● Kiosk and Center signage ● Concierge E-blast and newsletter Keynote Speaker –June - Postponed due to Covid ● Vail Daily ads 2 ● Facebook event w/ registration and Instagram ● Press releases to run day or two before ● Kiosk and Center signage ● Activity brochure ● Concierge E-blast and newsletter ● Invite at base of membership TY’s ● Front desk calls if RSVPs look low Chefs: All 8 Events Sold Out ● Press release ● Social media posts, weekly ● Weekly Ads Conservation: ● Press release ● Send to AHS, APGA to get feature ● Social media posts, weekly Marketing Budget - Proposed Marketing Budget - Actual Vail Daily = $3500 Facebook boosts = $100 CPR = $2500 Constant Contact = $120 Mailings =… Stamps = $500 Website = $1000 Design work (canva, cc, etc.) = $2000 Activity brochures (5000 vistaprint) = $1000 Bobby Banks = $800 Vail Daily = $2526.72 Facebook boosts = $0 CPR = $2706.82 Constant Contact =$0 Collateral Materials= $86 Stamps =$950 Website =$700 Design work (canva, cc, etc.) =$560 Exhibit brochures = $467.77 Bobby Banks - Brochure Distribution = $800 Proposed Total = $11,500 Actual Total = $8,797.31 Timeline: October – Annual report Begin winter rack card Development brochure Gather programming into document Design holiday cards Social media: weekly garden cleanup tips, leaf peeping, exhibit facts November – Print winter rack card and distribute to visitor center, rental properties, hotels Winter programming email to concierge Alpine Treasures holiday party marketing piece/plan Make snowshoe tour facebook event Add to Vail Daily events Update website calendar and programming Social media: snow, alpine house, new exhibit, CO Gives Day December – Send holiday card Winter “what’s happening” Social media: CGD results, snowshoe tour, exhibit facts January – Design event invites Social media: what’s coming in the new year, snow, Cornell bird watch, exhibit facts February – Address Soiree envelopes Make online RSVPs Social media: what’s happening to alpine plants under all the snow, how do they survive, exhibit facts March – Summer Activity brochure Build ads –workshop, speaker, chefs, exhibit Collect photos for workshops, speakers and exhibit Social media: first day of spring, exhibit facts April – Workshop press releases Keynote Speaker press releases Chefs press release Vail Daily schedule Social media: spring gardening tips, plants waking up, alpine survival facts Mail Save the Date May – Mail Member Breakfast invite and follow up email (cancelled due to Covid) Make Facebook events and enter programming on Vail Daily Butterfly Launch press release Social media: butterfly launch (cancelled due to Covid), spring flowers, gardening tips, intern arrival June – Vail Daily Ads start (artwork in 5 days before LATEST 2:00 day before) – exhibit/speaker/plant sale Plant Sale press release Weekly “what’s happening this week” and concierge email – education intern Grand opening, keynote speaker (cancelled due to Covid); summer programming announcement press release Schedule workshop/speaker posts Social media every week through September: Monday: misc information Tuesday: conservation information Wednesday: horticulture information Thursday: education information Friday: misc information July – Vail Daily Exhibit, Chefs, Workshops Calendar sent to Discover Vail with photos Social media - interns August – Vail Daily Exhibit, chefs, workshop Social media -interns September – Exhibit press release #2 Bulb Sale press release Bulb sale Vail Daily ad Social media